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American Express Vs. Discover Financial Services

698 Words3 Pages

How has social media changed the face of organizational communications? Social media has provided the means to transmit messages to a vast and diverse audience, while influencing the products they buy, or shaping political opinions, or certain social behaviors (Mass Communication and Mass Media 2000). In addition, social media can also accelerate large-scale change in helping organizations use feedback and data to make major changes. These changes can arise from establishing effective two-way communication with customers or the organizations audience, by monitoring and identifying any problems or misunderstandings, and applying positive changes, improvements, while adding value to the customer or audiences experience (Ghafoor & Martin, 2012). Two such companies which utilize social media and new technology to promote such change are American Express and Discover Card.
American Express vs. Discover Financial Services Winner of the 6th annual shorty award for 2014 (which honors the best people and organizations on twitter and social media), American Express is characterized as a …show more content…

Discover’s strategy was to connect with card members in a scalable, product-specific fashion, by encouraging ratings and reviews from their card members. They were even nominated in 2011 for a Forrester Groundswell Award (A global research and advisory firm) for their use of social media in innovating the card member experience (Meehan, 2011). However, in contrast to American Expresses impressive 5.6 million likes on Facebook, Discovers following rings out at 1.5 million likes. In addition, Discover’s Facebook page does not appear to offer direction to only to its webpage, and there appears to be no partnerships and offers from companies who accept their

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